Arab News: PARIS: Marking its first participation at Vision Golfe, Saudi Arabia’s Athar festival is making its international ambitions clear. The event is looking to engage new partners, speakers and international visitors as it continues to expand and elevate the global profile of Saudi Arabia’s creative ecosystem.

“Our goal is to create synergies, identify opportunities and unlock the full potential of our industry,” Mohamed Al-Ayed, vice chairman of Athar and founder and CEO of TRACCS, said.

Launched in 2023, Athar was created to celebrate Saudi creativity while connecting the Kingdom with leading international players in communications, marketing and the creative industries. In just three editions, the festival has become a flagship industry event. The 2025 edition welcomed 3,000 participants over two days, with one-third attending from outside the Kingdom.

Athar’s international ambitions are underpinned by the experience of Al-Ayed, who founded TRACCS in Jeddah in 1998. Since then, he has built the company into an independent communications consultancy, with operations across 10 markets and offices in the UAE, Egypt and Lebanon, among others.

The company is now pursuing an ambitious internationalization strategy. Following its presence at Cannes Lions 2026 and an agenda spanning Riyadh, London, Nice and Paris, the festival is using its participation at Vision Golfe as a gateway to Europe’s creative ecosystems.

“Why Paris? Because we want to inspire professionals in creativity, communications and marketing to come and experience Athar in Riyadh,” Al-Ayed said.

The festival now attracts participants representing more than 20 nationalities. About 85 percent of attendees are decision-makers from both public and private organizations, representing Saudi Arabia and international markets alike.

Athar also welcomes students and academic institutions, contributing to the development of the next generation of industry professionals. Its program features about 30 conference sessions across five stages, creating a platform for dialogue between industry leaders, emerging creatives and international experts.

The highlight of the two-day event is the Athar Awards ceremony, which recognizes the region’s outstanding campaigns, talent and initiatives across communications, marketing and the creative industries.

Looking ahead, Athar has set sights on the next phase of growth: reaching 10,000 visitors within the next five to six years, with international participants accounting for half of total attendance. Beyond increasing visitor numbers, the festival aims to establish itself as a globally recognized brand that connects Saudi Arabia’s creative ecosystem with those of Europe and the wider world.

For Al-Ayed, taking part in Paris is an integral part of that international vision.

“We want to create even more synergies and opportunities while positioning Athar as the leading platform for everyone who wants to contribute to the future of Saudi Arabia’s creative industries.”

As part of Vision Golfe 2026, Al-Ayed also joined the panel discussion, “Culture as Soft Power: Franco-Gulf Synergies in Heritage and Creative Economies,” alongside representatives from TV5 Monde, COFREX, France Museums, Atout France and Novelty Group. The discussion explored the role of culture, heritage, and the creative industries as powerful drivers of cooperation between France and the Gulf countries.